e-commerce
Snapdeal to invest $300 million in SCM, names Hardeep Singh as head infrastructure
MUMBAI: Snapdeal is planning to invest $300 million this year to strengthen its Supply Chain Management (SCM), which is a key function of any e-commerce company. Additionally, the company has strengthened its SCM team with the appointment of Hardeep Singh as head – infrastructure.
In his new role, he will help craft strategies for making Snapdeal’s Supply Chain systems future ready. This includes the entire gamut of network design, infrastructure and special projects.
Singh comes with over 21 years of experience in various aspects of supply chain operations including – planning, warehouse management, driving process excellence, supply chain technology integration, end-to-end solutions design and implementation. Prior to his appointment at Snapdeal, he was at Bharti Retail as head – supply chain and infrastructure. During his stint at Bharti Retail and Bharti Walmart, Singh was responsible for driving the best-in-class strategies covering Supply Chain, IT and Real Estate.
Previously, he was the CEO at Inlogistics, the first private container train operator to run on Indian Railways network. In his two decades long career, Singh has also worked with organisations like Hindustan Unilever, Asian Paints and Madura Fashion & Lifestyle.
Snapdeal entered into a strategic partnership with Gojavas earlier this year. In order to further customer experience on the platform, the companies together launched innovative delivery services like four hour delivery, card-on-delivery and 90 minutes reverse pickups. Snapdeal’s flagship service, Snapdeal Plus has seen success since its launch a year ago. Currently, 60 per cent of the orders are Snapdeal Plus fulfilled up from seven per cent in January 2015. The SCM team at Snapdeal is 1000+ people strong and has grown five times since December 2014.
Singh said, “Snapdeal has been consistently focused on delivering a superlative customer experience and the progress that the company has made in this regard is unprecedented. It is exciting to see a young company like Snapdeal launch innovative supply chain solutions and set new benchmarks in this space. I look forward to working with the dynamic team at Snapdeal.”
Snapdeal co-founder Rohit Bansal added, “Supply Chain Management and Logistics form the back bone of the ecommerce industry. Our aim is to create a delightful experience for our customers and as the customers evolve, we need to constantly innovate and develop newer solutions to service them better. Hardeep comes with many, many years of rich experience in diverse and complex aspects of SCM. He will help us lay out the road map for our future supply chain management systems.”
e-commerce
Amazon revives ‘Aur Dikhao’ with new integrated campaign
Targets everyday shopping with IPL, regional and digital-first strategy.
MUMBAI: If India loves asking for more, Amazon is more than happy to show it. Amazon India has rolled out a new chapter of its ‘Aur Dikhao’ platform, partnering with WPP to reposition itself as the go-to destination for everyday shopping, where choice, trend and value collide. The integrated campaign, led by WPP OpenDoor along with WPP Creative and WPP Production, is designed to shift perceptions around affordability while reinforcing the platform’s breadth of selection.
At its core is a simple behavioural truth: shoppers rarely stop at the first option. By turning the phrase ‘Aur Dikhao’ into a cultural and commerce cue, Amazon is attempting to tap into the joy of discovery particularly across high-frequency categories such as fashion, beauty, home and kitchen, and wireless accessories.
But this isn’t just a creative refresh, it’s a full-stack media and commerce play.
The campaign is heavily anchored around IPL 2026, where Amazon has secured prominent visibility across both linear and connected TV, including a co-powered sponsorship on CTV. It also integrates into match narratives through a branded segment, ‘Game Changing Moments Aur Dikhao’, ensuring the brand rides on high-attention moments rather than sitting on the sidelines.
Beyond cricket, the strategy stretches into emerging content formats. A ‘ShopTheScene’ approach embeds products within short-form storytelling, turning entertainment into a shoppable experience. Influencer-led content, timed with the IPL season, is expected to further amplify the idea of “option overload” in culturally relevant ways.
Regional depth is another key lever. The campaign has been localised across six languages Hindi, Tamil, Telugu, Kannada, Marathi and Bengali supported by on-ground activations, cinema and out-of-home partnerships in markets such as Maharashtra and Andhra Pradesh. The aim is clear: push relevance beyond metros into Tier 2 and Tier 3 audiences.
For Amazon, the ambition goes beyond awareness. The campaign is structured to create repeated touchpoints across consumer journeys, nudging new and infrequent users to turn to the platform for everyday purchases.
As e-commerce competition intensifies, ‘Aur Dikhao’ signals a strategic shift from being a place people visit occasionally, to one they instinctively return to. Because in the battle for daily habits, sometimes the winning move is simply to show more.
